[논문]자기이미지와 의복태도에 따른 의류제품평가

Lee, Sun-Jae; Kim, Eun-Sook

자기이미지와 의복태도에 따른 의류제품평가
Clothing Products Evaluation according to Self-Image and Clothing Attitudes 원문보기

Lee, Sun-Jae (Dept. of Clothing and Textiles, Sookmyung Women′s University) , Kim, Eun-Sook (Dept. of Clothing and Textiles, Sookmyung Women′s University)

본 연구는 소비자의 의류제품평가에 있어 개인적ㆍ심리적 요인인 자기이미지 및 의복태도의 관련성을 살펴보고자 하였다. 연구결과, 소비자의 의류제품평가는 다차원적인 구조를 가지며, 외관적, 성능적, 외재적, 표현적 요소로 세분화되어 사용되고 있음을 알 수 있었다. 또한 소비자의 자기이미지와 의복태도에 따라 의류제품 평가기준과 의복선호스타일에 유의한 차이가 나타남으로써 이들이 소비자의 의류제품 평가에 영향을 미치는 중요한 변인이라는 것을 확인할 수 있었다. 따라서 이러한 소비자의 자기이미지 및 의복태도는 감성이나 이미지와 같은 요소들의 중요성이 증가하고 있는 최근의 의류시장의 경향에 부합하여 시장세분화의 효과적인 변수로 사용될 수 있을 것이다. 이와 함께 자기이미지 및 의복태도를 통해 세분화된 표적시장 소비자들이 보다 중요시하는 의류제품평가의 차원들을 파악하고 이를 강화함으로써 보다 효율적인 마케팅 전략을 수립할 수 있을 것이다.

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문제 정의

In the context, understanding of cloth ing products evaluation according to self-image of consumers is expected to reflect not only functional aspects but also consumers* subjective desire or sociopsychological aspects of products in the process of new products development and sales promotion strategies to satisfy consumers' desire. Therefore, this study suggests that examining consumers' clothing products evaluation in relation to their personal and psychological factors like self- image and clothing attitudes will contribute to the understanding of percep-tional structures of consumers' clothing products evaluation. In this time when the patterns of maiket flow are being diversified, it can help establishing differentiated marketing strategy based on market segmentation and understanding of consumers.
This study is to know what self-images and clothing attitudes female adults have and analyze the clothing products evaluation with its result. The result of the study is as following.

제안 방법

The same result was shown in self-image survey and this shows that the score distribution of the preferred clothing style is closely related to that of self-image. And this study was conducted for women of the age between 20 to 35, and the casual, sporty fashion trend is thought to have influenced on the selection of preferred clothing style.
In the first preliminary investigation, total twenty pictures, five pictures for each of four clothes styles, were presented to 24 respondents who majored in clothing and asked to choose pictures that represent each style. In the second preliminary investigation, two pictures for each style that won the largest supports for the respective four styles were presented to fifty persons, including persons who did not major in clothes as well as majored in, and asked to evaluate 15 adjectives that modify clothes styles by five points Likert measure. Pictures that earned high points on average for four adjectives that modify each clothes image style at the second preliminary investiga tion were finally chosen.
In this study, self-image was limited to only real self image and measured by a Likert type scale was constituted 15 questions after revising and modifying survey questions used in the previous research of Chung & Lee(1992), Hong(1988), Kim & Koh(1996). There are 17 questions on clothing attitudes including ones about social position, practicality, aesthetics, trends.

대상 데이터

In the first preliminary investigation, total twenty pictures, five pictures for each of four clothes styles, were presented to 24 respondents who majored in clothing and asked to choose pictures that represent each style. In the second preliminary investigation, two pictures for each style that won the largest supports for the respective four styles were presented to fifty persons, including persons who did not major in clothes as well as majored in, and asked to evaluate 15 adjectives that modify clothes styles by five points Likert measure.
Sep to 2. Oct. 2000 and 500 survey sheets were handed out and 411 of them were used as final research data.
This study samples women from age 20 to 35 living in Seoul and metropolitan cities. The survey was done on 18.

데이터처리

5 package was used for data analysis. Descrip tive statistics, Factor analysis, ANOVA, LSD-test, correla tion analysis, regression analysis were applied.

성능/효과

This shows that aesthetics that attach great importance to the beauty and harmony of clothing and practicality which values comfort, economical efficiency, and easiness of managing have influences on expressional factors of clothing product evaluation. Concluding from results above, the clothing products evaluation influenced by clothing attitudes and aesthetics in appearance factors, practicality in functional factors, aesthetics in expressional factors were shown to be the most influential factors.
People who regard themselves as bold put their own feelings like expressing one's individualities first over other's judge ments. The results show that chic in appearance's factors, femininity in functional factors, activeness in external factors, and boldness and femininity in expressional factors are most influential.
Thirdly, The clothing products evaluation is influenced by clothing attitudes and aesthetics in appearance's factor, practicality in functional factor, aesthetics in expressional fector are shown to be the most influential factors.

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연합인증

자기이미지와 의복태도에 따른 의류제품평가
Clothing Products Evaluation according to Self-Image and Clothing Attitudes 원문보기

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자기이미지와 의복태도에 따른 의류제품평가 Clothing Products Evaluation according to Self-Image and Clothing Attitudes 원문보기

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자기이미지와 의복태도에 따른 의류제품평가
Clothing Products Evaluation according to Self-Image and Clothing Attitudes 원문보기

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